Have you forgotten that it's Audit Bureau of Circulation time? Whee! People's sales declined, probably because a steady diet of Lindsay Lohan, Paris Hilton, and Britney Spears grows tiring after a while; we need some hot new celebrities to hit the rehab circuit and, sorry, Amy Winehouse just won't cut it. Over on the serious side of things, Timetakes a massive hit, dropping 17.1% in paid and weekly circulation against the same period last year. A Time spokesperson claims that the drop is a result of the magazine's heroic struggle for transparency—shedding copies distributed to doctor's offices and the like—and that the industry will eventually be forced to follow suit, which sort of jibes with our theory that it's all part of new managing editor Rick Stengel's plan to make sure there are only seven people who read Time, but that those seven people absolutely savor every single word. [WWD]